We\u2019re connected 24\/7 through email, social media, or websites on phones, desktops, and tablets. While you\u2019re reading this, you may even be tempted to check on an email alert or text message. Between our real and digital lives, we sure are busy!<\/p>\n
But we aren\u2019t just socializing online, we\u2019re doing a whole lot more, including donating to online fundraising campaigns<\/a>. So, while our time connected to the digital world increases, so do trends in online giving.<\/p>\n Because online giving is growing so quickly among nonprofits, charities, personal causes, and even politics, it\u2019s now more important than ever to stand out<\/strong> amongst the crowd<\/a> so that your campaign draws both donations and shares.<\/p>\n Keep this in mind: the sharing of your campaign by your audience to their networks (what is also known as shareability), may be the difference between a stellar campaign and a flop.<\/p>\n But why do some products and ideas get talked about more than others? What makes a fundraising campaign shareable? In order to answer this question, it\u2019s helpful to understand the psychology behind why things are shared or go viral.<\/p>\n Thanks to Jonah Berger, a marketing professor at the Wharton School at the University of Pennsylvania and author of Contagious: Why Things Catch On<\/a>, we know some of the common themes behind why things catch on.<\/p>\n Here are some ways that you can use Berger\u2019s research to improve your online fundraising\u00a0strategies and ensure more people see and support your cause.<\/p>\n Did you know that word-of-mouth marketing is 10 times more effective<\/a> than traditional marketing? According to Berger, there are 2 reasons why word-of-mouth marketing works.<\/p>\n In general, humans feel the need to share things with our networks that we deem are of value. When we hear about a great product or cause from a friend, family member, or trusted co-worker, we are likely to value their opinion because we trust them and because they are speaking to us about something that we may be of value.<\/p>\n When you hear about an online fundraising campaign from a friend, your likelihood of giving a donation is higher (some estimate as much as 300%<\/a>) than if you just ran across the campaign on your own accord.<\/p>\n And this is how \u201cviral\u201d campaigns happen. When enough people deem a cause to be of value, you wind up with a whole bunch of people sharing it with others. This is what fundraisers dream of!<\/strong><\/p>\n Peer-to-peer fundraising<\/a> is a great example of this trend. About \u2153 of all online donations<\/a> are a result of peer-to-peer fundraising, which is generally fueled by sharing.<\/p>\n Berger uses the STEPPS acronym to describe the traits of shareable content. So, let\u2019s use the same principles to shape a great online fundraising campaign that stands out.<\/p>\n Social currency is a fancy way of saying that people look to obtain a certain status by association. Humans love to be \u201cin the know\u201d and connected with products, ideas, and causes that are trendy.<\/p>\n In terms of online fundraising, when we learn about a campaign that is interesting, attractive, or even exclusive, it is human nature to want to be a part of the movement.<\/p>\n Improve your online fundraising results by assigning social currency to the campaign. Try sharing exclusive information, such as giving your donors a \u201cbehind the scenes\u201d look at your work.<\/p>\n Or, revamp your thank you process to include social currency by giving donors a shout-out on your Facebook page. Make the gesture special and exclusive, and you\u2019ll have people eager to get in on the action.<\/p>\n Here\u2019s a great example from charity:water. The organization highlighted the story of a woman\u00a0who donated her birthday money. Not only did this fundraiser get the kudos that she deserved, but those that aspire to have similar fundraising successes (not to mention, the public appreciation) may be more inclined to donate after seeing this post.<\/p>\n“The sharing of your campaign by your audience may be the difference between a stellar campaign and a flop.”<\/em> <\/i>tweet this<\/span><\/a><\/h3>\n
Let\u2019s Start With How We Share Information<\/h2>\n
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“When enough people deem a cause to be of value, you wind up with a whole bunch of people sharing it…”<\/em> <\/i>tweet this<\/span><\/a><\/h3>\n
1. Begin With Social Currency<\/h2>\n